Tom Harrington, a TV analyst from Enders Analysis, says ITV being free-to-air is also likely one of the main reasons for the potential deal. "ITV remains profitable and the reach that it commands as the major commercial broadcaster is probably the main reason why it would be attractive to Comcast/Sky".

Deadline examines why Sky is pursuing a $2B takeover of ITV, the British broadcaster behind 'Love Island' and 'Downton Abbey.'

With just one episode remaining of the series, the show has already become the most-watched TV event of the year, breaking viewing records for the BBC. | ITV National News

ITV has announced that a brand-new drama with a solid British cast is coming to our screens soon. The Party is a five-part series focusing on the relationship between a regular man and his very wealthy friend, and it sounds like it might fill the Saltburn-shaped hole in our lives.

Comcast Corp., owner of the European pay-television service Sky, is in talks to buy ITV Plc’s media and entertainment arm in a deal that would dramatically shake up the UK broadcasting landscape.

Sky is reportedly in advanced talks to acquire the media and entertainment division of British broadcaster ITV

For Strong, an enticing prospect might be blending ITV's heritage in free-to-air broadcasting with Sky's subscription-based model.

lTV is led by CEO Carolyn McCall. The news of the deal talks came after ITV said on Thursday that it was planning $46 million in "temporary," or "one-off," cost savings amid "softer" advertising demand in the fourth quarter.

The phenomenal rise of streaming and social media sites such as YouTube and Netflix has transformed viewing habits in Britain, the US and across the globe.It also opened the door to bids and deals as the giants of the film,